Request for Qualifications (RFQ) # MCDOT- 010122 Montgomery County Bus, Bus Shelter, and Bikeshare Station Advertising Program and Transit Related ...
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Request for Qualifications (RFQ) # MCDOT- 010122
Montgomery County Bus, Bus Shelter, and Bikeshare Station Advertising Program and Transit
Related Advertising Program
Montgomery County Maryland is requesting Submittals in response to this Request for Qualifications (RFQ) to
identify entities that can provide new Bus, Bus Shelter, and Bikeshare Station Advertising Program and Transit
Related Advertising Services for Montgomery County as outlined in this document and pursuant to a Licensing
Agreement that must be approved by the Montgomery County Council.
Any company that responds to this Request for Qualification for this service or program is defined as an Offeror.
An Offeror must respond in a timely manner to this RFQ and receive a minimum combined score of 175 for
Written Submission and Interview/Oral Presentation in order to be considered qualified to negotiate a Licensing
Agreement. The Offeror chosen by MCDOT will negotiate a Licensing Agreement with MCDOT. This RFQ is a
means for identifying the entity that MCDOT will negotiate with and creates no contractual or property rights.
An original and five (5) copies of your written submission response, plus an electronic copy on a thumb drive, must
be submitted in a sealed envelope/package no later than 3 PM, March 7, 2022 to the Montgomery County
Department of Transportation (MCDOT), Division of Transit Services, 101 Monroe Street, 5th Floor Rockville,
Maryland, 20850. The sealed submission package must be clearly marked with the request number, due date, and
due time. Interviews and product presentations, if conducted, are anticipated to be held March 14, 2022, location
to be determined at a later date.
The County will not accept fax submittals or submittals sent via email. All faxed or emailed submittals will be
disqualifiedfrom the process.
There will be an optional pre-submission conference held on February 14, 2022, from 1 P.M. to 3 P.M. The pre-
submission conference will be held via conference call. Please RSVP to confirm attendance by February 10, 2022
via e-mail to MCDOTRO.CONTRACTS@montgomerycountymd.gov. The conference call line will be provided to
those offerors that rsvp.
Should you have any questions regarding the technical information of the scope of services contained in this
Request for Qualifications or, please contact Kevin Sanders at 240-777-5807 or email at
MCDOTRO.CONTRACTS@montgomerycountymd.gov.
The deadline for all written questions is 3 PM on February 16, 2022 and should be sent directly via e-mail to
MCDOTRO.CONTRACTS@montgomerycountymd.gov. The Using Department, for purposes of this RFQ, is the
County’s Department of Transportation (DOT), Division of Transit Services.
1TABLE OF CONTENTS
Intent........................................................................................................................................................................... 3
Background ................................................................................................................................................................ 3
Scope of Services ........................................................................................................................................................ 4
Performance Period................................................................................................................................................. 11
Method of Award/Evaluation ................................................................................................................................. 12
Qualifications ............................................................................................................................................................ 13
Proposal Submission ............................................................................................................................................... 14
Compensation .......................................................................................................................................................... 14
Special Term and Conditions ................................................................................................................................. 15
Federal Clauses ........................................................................................................................................................ 17
FORM 1.0 Acknowledgement Page ....................................................................................................................... 24
Attachments
A. References 28
B. Mandatory Insurance Requirements 29
C. Montgomery County’s Ride On Fleet Inventory 31
D. Montgomery County’s Bikeshare Stations Inventory 32
E. SHA Passenger Shelter & Commercial Advertising Signs Policy 34
F. Transit Services Advertising Revenue Annual Guarantee Proposal Template 42
G. Transit Related Advertising Services Revenue Annual Guarantee Proposal Template 43
H. Example of using existing white space on a Timetable for Advertising 44
I. Montgomery County’s Bus Shelter Inventory 45
J. DBE Forms 61
K. Federal Certifications 83
2Request for Qualifications (RFQ) MCDOT-010122
Montgomery County Bus, Bus Shelter, and Bikeshare Station Advertising Program and Transit
Related Advertising Program
SECTION A - SCOPE OF PROGRAM
1. Intent
1.1. Montgomery County Department of Transportation is requesting proposals from qualified firms to create
and manage (1) a revenue-generating License for a Bus, Bus Shelter, & Bikeshare Station Advertising
Services and for Transit Related Advertising Services. The intent of this request is to secure the services
of one Offeror to be granted, through a license, the exclusive rights and privileges to provide theCounty
advertising services on its buses, bus shelters, bikeshare stations and other transit-related platforms.
2. Background
2.1. Montgomery County, Maryland is seeking responses from competent out of home and other media
organizations to develop and manage an advertising program on the County’s Bus System, Bus Shelters,
and Bikeshare stations, hereafter referred to as “Transit Advertising”, as well as other Transit-Related
Items. It is the intent for the County to enter into one license for these services.
2.2. Montgomery County Department of Transportation (MCDOT) provides bus transportation services
throughout the County, which is adjacent to the nation’s capital, Washington DC, one of the most
important media markets in the world. MCDOT provides transit services to the public. including Ride
On, Ride On extRa, the Flex, and the Flash. MCDOT operates fixed route services including feeder
services to the stations of WMATA’s Metrorail system and MARC (Maryland Commuter Rail) situated
inMontgomery County. From a current total of 377 buses, there are approximately 354 buses on which
advertising can be sold. The 16 Flash buses may be added later. No advertising will be done on the seven
(7) Flex buses. We operate a maximum of 308 buses during our peak service periods.
2.3. The County also maintains 507 bus shelters of which 407 have advertising space. The County has a total
of approximately 5,400 bus stops within the 500 square miles of its domain. In addition, the County
participates in the Capitol Area Region Bikeshare program with 91 active bikeshare stations, of which
54 are available for advertising sales. This does not include Montgomery County bikeshare bicycles.
2.4. Riders of Montgomery County bus services portray the strong ethnic diversity of the Metropolitan
Washington Region as well as Maryland’s strong economic rank. Households in Montgomery County,
MD have a median annual income of $108,188, which is more than the median annual income of
$61,937 across the entire United States.
2.5. It is important for the Offeror selected to provide advertising services as a result of this request, to
understand the desire of the County to develop a high quality transit advertising program that maintains
the strong image that MCDOT and its related services have attained.
2.6. In addition to advertising on and in our Transit Services assets, the County has installed approximately
sixty (60) LCD monitors in its bus shelters and transit centers. The County is interested in authorizing an
Offeror to sell advertising on these monitors also.
2.7. Montgomery County currently has approximately 80 bus routes currently and is also interested in receiving
proposals to sell advertising on the individual route timetables as well as our system map. The County
would also request Offerors to include an “electronic advertising” option for both the bus exteriors, bus
shelters, and bus on-board monitors (onboard 32 buses).
3RFQ# MCDOT-010122
2.8. The County will receive a percentage of the advertising revenues. Maximizing revenue is the primary
goal of this RFQ. The ability of the Offeror to achieve that goal utilizing entrepreneurial and systematic
strategies and tactics is principal.
2.9. The successful Offeror(s) will be required to comply with all MCDOT advertising requirements, which
are included in this document, under Section 3. Specifications and agree to the terms of a County license.
2.10. A proposal from a Offeror consisting of more than one business entity must clearly identify itself in
the proposal as a joint venture. Each party to a joint venture must all provide financial data as the
separate business entity it is, and each will complete all required proposal forms. Each party to a joint
venture must bear, jointly and severally, the entire responsibility for contract performance and warranty.
Further the joint venture must clearly describe the responsibilities of each firm and which firm will serve
as the Project Principal.
3. Scope of Services
3.1. General Scope of Work for Transit Advertising Services (bus, bus shelter and Bikeshare Stations):
Montgomery County is requesting Offerors to submit proposals for Transit Advertising Services (bus, bus
shelter and Bikeshare Stations) for potential revenue generating income. Those transit related items for
advertising purposes are:
3.1.1. Buses: Offeror to design, develop, sell, place and maintain various types of advertising signs
(paper/vinyl/etc.) and displays in, on and upon buses owned, operated, leased to or maintained by
Montgomery County at such exterior and interior locations on the buses, as well as additional
locations which may be authorized, at the sole discretion of the County. A complete inventory of
the rolling stock of Montgomery County’s bus fleet anticipated to be operating March 2022 is
included in Attachment C. The Offeror may propose to install and maintain up to six LCD monitors
for each bus interior at their own cost, as approved by the County. Offerors may also install and
maintain exterior electronic ads at their own expense as approved by the County.
3.1.2. Bus Shelters: Offeror to design, develop, sell, place and maintain various types of advertising signs
(paper/vinyl/etc.) on approximately 407 bus shelters. Additional shelters may be added over the
life of the contract.
3.1.3. There are approximately 5,400 bus stops and 507 existing bus shelters. Bus shelters located on
Washington Metropolitan Area Association (WMATA) property are not included and the 507
County Shelters do not include shelters within the Cities of Gaithersburg, Rockville and Takoma
Park. The primary proposal is for advertising on the 407 of 507 bus shelters. A complete inventory
ofMontgomery County’s Ride On bus shelters is included in Attachment I.
3.1.4. Bikeshare Stations: Offeror to design, develop, sell, place, and maintain various types of
advertising signs (paper/vinyl) on 54 bikeshare stations. Additional bikeshare stations may be
added over the life of the contract. These numbers may change since budget issues could result in
station being moved or eliminated. A complete inventory of Montgomery County’s bikeshare
stations is included in Attachment D.
3.2. General Scope of Work for Transit Related Advertising Services (non-bus): Montgomery County is also
requesting Offerors to submit proposals for Transit-Related Advertising Services (non-bus) for potential
revenue generating income. Those transit related items for advertising purposes are:
• LCD monitors in shelters
• LCD monitors in transit centers
• Timetables/maps, brochures, etc.
3.3. The Offeror must demonstrate the ability to market, price and sell all the offered services in a manner
acceptable to Montgomery County. This RFQ requires a definitive sales and marketing plan.
4RFQ# MCDOT-010122
3.4. Specifications
3.4.1. Advertising Guidelines
Any advertisements that are determined not to be in compliance with the County’s Standards as
described in section 14.4 Restrictions On Appearance And Character Of Advertising. Sections 12
through 16 will be removed by the Offeror at the direction of the County, at no cost to the County.
3.4.2. Sales Plan
3.4.2.1. The Offeror must submit a Sales Plan that will respond to the demographic profiles of the
Montgomery County market as well as the special opportunities that this market presents being
adjacent to the nation’s capital, Washington, DC. The Sales Plan should detail efforts that the
Offeror would make to win national, regional and local advertising buys.
3.4.2.2. The Sales Plan submitted by the Offeror should include information regarding how national
sales will be handled. In particular, the Sales Plan will provide information on who will bear
primary responsibility for national sales, this person’s previous experience in salesand a
resume for the individual who will have the primary responsibility for this sales activity. Should
the Offeror decide to subcontract for this service, the credentials of that organization must be
provided with the proposal.
3.4.2.3. The Sales Plan for other Transit-Related items should also discuss the potential for such
sales strategies such as selling in coordination with the county’s shelter advertising program,
bikeshare station program, cross promotions or merchandising with advertisers and/or multi-
medium sales.
3.4.2.4. The Offeror must present corroboration that a fully staffed local sales office will be
maintained in Montgomery County to service MCDOT advertising brands. A Resident Sales
Manager must be named in the proposal and that candidate’s resume will be provided to the
County for its review. Names and resumes of other individuals engaged in the sale of any space
on or in the County’s Transit Services and other facilities including other transit-related items
will also be presented in the proposal. Should the Offeror anticipate contracting for local sales,
the qualification of the proposed sales organization must be presented to MCDOT for its review
with the proposal. At no time will the County allow for its advertising space to be subdivided or
resold by any parties other than the Offeror and its designated sales agents.
3.4.2.5. Each Offeror should demonstrate in its proposal its understanding of the importance of
regional and local sales activity to building a more robust MCDOT advertising brand. The
Offeror must also demonstrate in its proposal its comprehension of the unique differences in
the various Montgomery County Department of Transportation (MCDOT) sub-markets and take
actions to ensure that sales will be maximized throughout the MCDOT service area. The use of
creative sales strategies is encouraged but not at the expense of revenue, as the Offeror must
exhibit a Sales Plan that provides the best strategies to maximize revenues.
3.4.2.6. The Offeror’s Plan should also explain the types of marketing/sales materials that will be
developed to support the sales activity and any advertising or other forms of marketing that will
be used to influence media buyers to consider the MCDOT advertising brands an attractbusiness.
3.5. Establishing Sales Rates and Rate Card Review
3.5.1. The Offeror must explain how they would establish national, regional and local rates for theadvertising
space. The Offeror must offer any premium charges or discounts that would be offered to advertisers
and its suggested policy for overposting.
5RFQ# MCDOT-010122
3.5.2. The selected Offeror will be allowed to establish all rates and charges for the sale of all advertising
space. All rates and posting charges on vehicles and other transit related items will be subject to the
review and prior approval of the County.
3.5.3. The successful Offeror(s) must establish a rate card with rates for all advertising space to be sold on
MCDOT buses, bus shelters, bikeshare stations, and other transit related items. This rate card will be
published and provided to the County for review at least once each year during the term of the contract.
MCDOT reserves the right to reject rate card rates as not being competitive and in the best interest of
maximizing the value of the MCDOT advertising services.
3.5.4. The rates for production and advertising space will be separate. Offeror must not co-mingle the charges
for production and space. Production costs are separate and apart from the agreement between MCDOT
and the Offeror. The guarantee to be paid to MCDOT will be based solely on the value of the
advertising space sold and not production costs.
3.5.5. Any change in proposed rates must be presented to MCDOT for review and approval 90 days prior to
such a requested change.
4. Annual Audits
4.1. The County will conduct an annual review of the rates charged by the Offeror through the County’s audit
of the billing practices and procedures of the chosen Offeror. This review will determine if the rates being
charged by the Offeror are competitive with the rates being charged for other media in the Montgomery
County Department of Transportation markets and those rates being earned for comparable advertising
space on other large regional transportation agencies in North America.
4.2. The County will execute unscheduled and unannounced physical and financial audits of all the advertising
elements included in this request for quote. The audit(s) will be reconciled with the Offeror’s sales for the
same period. The basis of this audit will serve as an assessment of the Offeror’s performance in compliance
with the terms and conditions of the contract resulting from this request.
4.3. The financial audit will include a detailed review of the Offeror’s sales and collect records for the purpose
of determining that sales were executed at the established rate card rates, that the number of advertising
spaces allocated to the advertiser were the amount sold and that the amounts collected were in accordance
with the rates approved by MCDOT.
4.4. In order to assist MCDOT in its efforts to perform both a physical, as well as a financial audit, the Offeror(s)
will provide a listing of all advertising sold and posted each month on or before the 15th day of the following
month, in a format to be approved by MCDOT.
4.5. The results of both audits will be compared with the Offeror’s billings and any deficiencies or irregularities
must be corrected by the Offeror within ten working days of notification by MCDOT. The results of both
audits will be considered public documents and may be made available to any party under the Maryland
Public Information Act.
5. Contract and Billing Reports
5.1. The Offeror must provide MCDOT with a sample of a monthly contract and billing report as part of their
proposal. This report should detail all contracts and billing collection activity during a monthly period.
This report must include a copy of all fully executed advertising space sales contracts. The contracts must
detail the amount of advertising purchase including the size and duration of the buy.
6. Agency Commissions
6.1. The County will allow the payment of commissions to recognized advertising agencies and media
buying/placement organizations. The commission allowable on all advertising space sold on MCDOT
rolling stock and other facilities including other transit related items must not exceed 15%.
6.2. Offerors are cautioned that internal sales (i.e., sales between operating divisions of the same parent
6RFQ# MCDOT-010122
company) must recognize the commission only when the divisions operate as entirely separate companies.
7. Overposting and Removal of Dated Materials
7.1. The practice of overposting on any of the elements presented in the RFQ will be allowed up to a maximum
of 15% of the space that has been sold to one advertiser. MCDOT will not allow any overposting for any
one advertiser above the 15% rate without express written permission after the Offeror has presented
justification for such overposting. Should MCDOT determine that the Offeror has over posted beyond the
15% allowed, the Offeror will be required to compensate MCDOT for the overposting at 100% of the rate
charged for the space. The Offeror should explain its understanding of acceptance of this policy in its
proposal or suggest another method to control revenue lost from overposting.
7.2. The Offeror should explain its procedure for removing dated materials at the end of a contract period. All
dated materials must be removed within ten days of the end of a contract.
8. Use of Unsold Space
8.1. The County encourages the Offeror to use unsold space for the purpose of promoting Montgomery County
Department of Transportation (MCDOT). The County will not grant the Offeror any other use of unsold
space without compensation to the County or without the express written permission of the Contract
Administrator. No advertising space shall be left empty for longer than 90 days. In order to satisfy this
requirement, the County will provide the Offeror with County-sponsored advertising that shall be used to
fill unsold spaces. Space for barter agreements will not be counted in Offeror revenue attainments.
8.2. The County shall maintain the right to place its own promotional materials in unsold space. The County
also reserves the right to enter into cooperative promotions that will utilize unsold space to promote the
use of MCDOT services.
8.3. The MCDOT Customer Relations Unit will coordinate with the Offeror to ensure that the use of any
unsold space does not limit the Offeror’s ability to sell future advertising. For this purpose, the Offeror
must provide to MCDOT the Monthly Contract and Billing Reports.
8.4. MCDOT materials will be provided to the Offeror to fill unsold or vacant space. MCDOT will produce
these materials and provide them to the Offeror for posting at no cost to MCDOT. Alternatively, if the
Offeror designs these materials, then the County will pay reasonable design, production, and installation
costs. As part of the Offeror proposal the cost of these services will be stated.
9. Service Interruptions and Changes in MCDOT Bus Fleet Size, and Other Transit-Related Items
9.1. Should MCDOT suffer an interruption of service of more than five (5) consecutive days on more than
50% of its bus service, or of its other transit related items covered under this RFQ, because of labor
disputes, fire, mechanical failures, acts of God or public emergencies that cause loss of revenue for the
Offeror, the minimum guarantee on all advertising elements will be reduced on a pro-rated basis for the
period that services were not operated.
9.2. If MCDOT increases or decreases the size of its advertising inventory through a reduction or increase in
Ride On bus fleet size or total number of other transit related items covered under this RFQ of more than
20%, from the date of contract execution, the Offeror and MCDOT will renegotiate the compensation
terms of the agreement and an amendment to the contract executed by all parties will show the agreement
of any renegotiations due to this increase or reduction in compensation.
10. Labor and Cost of Service
10.1. The Offeror must provide all staff necessary to perform all work associated with the design,
development, sales, installation, and maintenance of all advertising elements as stated in the Scope of
Services of this RFQ. It will be necessary for the selected Offeror to compensate MCDOT for the
services it provides to allow for the development, installation or maintenance of advertising structures on
or in MCDOT’s Ride On Transit Services assets and as it pertains to other transit related items as
determined by the County if these activities result in the need to provide additional safety precautions
7RFQ# MCDOT-010122
such as flag men or if the work that is required to be performed is covered under an existing MCDOT
labor agreement. In these situations, MCDOT will bill the Offeror for its direct cost of labor and
materials.
11. Right of Entry and Egress
11.1. Montgomery County will grant to the successful Offeror, subject to County law, the right of duly
authorized and properly trained and identified representatives of the Offeror to enter into and on the
property of MCDOT and its service Offerors, with proper identification, for the purpose of inspecting,
installing and maintaining advertising space necessary to carry out the requirements of the contract
resulting from this Request For Proposals.
11.2. MCDOT will provide MCDOT Offeror Identification cards to those representatives of the Offeror that
require access to the rolling stock and facilities of MCDOT including other transit related items. The
MCDOT Offeror Identification card is issued for identification purposes only and is not valid for
transportation on MCDOT service. The Offeror’s employees wishing to utilize MCDOT service in the
course of their work must utilize appropriate fare media.
12. Required Advertising Materials
12.1. All materials to be used in the placement of advertising on or in MCDOT rolling stock and other transit
related items should be of the highest industry standards, such as laminated and water resistance materials.
Design of specific advertising elements should accommodate MCDOT’s graphics standards and allow for
the placement of user information such as route, map, and schedule information in a standard, uniform
position to be designated by MCDOT.
12.2. MCDOT intends to maximize the use of direct application materials on its buses. The vinyl that will be
allowed for use must be 3M products or equivalent. The wrap material approved is 3M Controltac 160 or
180, Flexcon or equivalent. Where equivalents are to be used, these must first be approved, in writing, by
the Department of Transportation.
12.3. MCDOT intends to maximize the use of industry standard advertising materials on its bus shelters. Where
equivalents are to be used, these must first be approved, in writing, by the Manager of Passenger Facilities:
Wayne Miller
Program Manager, Passenger Facilities Unit
Division of Transit Services
Montgomery County Department of Transportation
Office: 240-777-5836
12.3.1. Materials for other transit related items must be approved by the Contract Administrator.
13. Public Service Advertising
13.1. The only public service advertising permitted will be that of Montgomery County, Maryland or Federal or
State public service advertisement that the County approves. County government notices that inform the
public of a County program or service must comprise at least 10% of all bus exterior advertising space and
at least 50% of all bus interior advertising space. The County will be responsible for the design,
production, and delivery of all materials to the Offeror at its option. Offeror will arrange for pick-up of the
materials from the County.
13.2. MCDOT self-promotion materials will be provided to the Offeror to fill unsold or vacant space. MCDOT
will produce these materials and provide them to the Offeror for posting at no cost to MCDOT.
Alternatively, if the Offeror designs these materials, then the County will pay reasonable design,
production, and installation costs, as a deduction from the County’s revenue share subject to its
procurement laws. As part of the Offeror proposal, the cost of these services will be stated.
8RFQ# MCDOT-010122
13.3. The Offeror(s) will install the materials within fifteen (15) days after delivery and will remove the
materials upon the County’s request. The Offeror(s) may, in its discretion, vary the number of Advertising
spaces made available for County notices at any particular time during a Contract Year, but the Offeror
must nonetheless make available to the County:
(a) not less than ten (10) percent of all Transit Services Advertising spaces, on each asset type, during
each Contract Year, and
(b) A minimum of 50% of bus interior space must always be available.
(c) If space is available in other transit related items, then County public service advertisements may
be posted during each Contract Year, in an amount not to exceed 20% in any rolling twelve-month
average.
14. General
14.1. MCDOT grants the successful Offeror exclusive rights to design, develop, sell, install and maintain
various types of static and non-static advertising, signs, displays and materials in, on and upon the buses,
bus shelters, and bikeshare stations owned, operated, leased to and maintained by MCDOT and its service
Offeror and other Transit related items. Traditional locations such as king, queen and rear spaces are
available on most buses as is traditional spaces inside buses. Other spaces and wraps willbe authorized at
the sole discretion of MCDOT.
14.2. The change out of advertising displays is the sole responsibility of the Offeror. Further, the Offeror
must agree to assume all costs attributable to damage resulting from the activities of the Offeror,
especially damage to paint resulting from the misapplication of pressure sensitive direct application
materials.
14.3. When damage is identified by MCDOT, the Offeror will be notified that damage attributableto
the Offeror has been identified and that corrective action must be taken. The cost of repairof any
damage will be borne solely by the Offeror. Repairs to the MCDOT bus fleet, bus shelters, bike
share stations, and other transit-related items will be made by MCDOT or its designee and the
cost of these repairs will be billed to the Offeror by MCDOT. Direct payment is to be received
by MCDOT within 30 days of receipt of the bill by the Offeror. At contract termination all
MCDOT buses, bus shelters, bikeshare stations, and/or other transit related items modified in
any way for advertising purposes will be returned to original conditionby the Offeror.
14.4. Restrictions On Appearance And Character Of Advertising
14.4.1. The advertising space on MCDOT’s buses, bus shelters, bikeshare stations, and other transit-
related facilities do not constitute a public forum, but instead have been authorized for the limited
purpose of providing a source of revenue to the County and a forum for government advertising.
Accordingly, advertising space must only be used to display commercial advertising, and the public
service advertising described in Section 13, and must not be used to disseminate any message that:
1) Concerns unlawful activity
2) Contains unlawful or obscene material; or
3) Mimics a traffic control device.
4) Refer to Attachment E State Highway Administration (SHA) Policies (As it pertains to Shelters
located on State Roads/Right of ways)
15. Approval of Advertising Materials, Devices and Locations
15.1. MCDOT reserves the right to approve all materials, devices and locations of advertising to be placed
on MCDOT buses, bus shelters, bikeshare stations, and other transit-related items. Only traditionally sized
King, Queen, Front (to be mounted on bike racks), King Kongs, Jr. Kings, Kongs, tails, super-tails, wraps,
Michelangelo’s, headliners and Standard and Rear advertising will be allowed on the buses, unless
otherwise approved by the County.
15.2. Any advertisements that are determined not to be in compliance with the County’s Standards will be
9RFQ# MCDOT-010122
removed by the Offeror at the direction of the County, at no cost to the County within 24 hours of receipt
of notice.
15.3. The Offeror may propose to MCDOT to develop other advertising spaces and devices. The Offeror may
offer to MCDOT its expertise in assisting MCDOT to develop other advertising sizes, spaces and devices.
MCDOT may accept or reject these developed advertising on spaces and devices after review. At a
minimum, MCDOT expects that the Offeror will utilize the standard industry size advertising spaces on all
buses, bus shelters, and bikeshare stations in order to maximize national, regional, and local sales. MCDOT
reserves the right to approve all materials, devices and locations of advertising to be placed on any other
transit related items (e.g. Shelter LCD monitors, Transit Center LCD monitors, timetables, maps, brochures,
benches) that may be implemented as part of the contract resulting from this request.
16. Storage and Workspace
16.1. The successful Offeror will agree to assume all expenses associated with the installation and
maintenance of advertising space in and on MCDOT Ride On buses and other transit related items.
MCDOT will incur no expenses or liability whatsoever for the activities of the Offeror’s employees while
on MCDOT property. The successful Offeror will provide its own storage and workspace.
17. Maintenance
17.1. The Offeror must present a maintenance plan that will ensure that all advertising will be installed and
removed in a professional manner. The Offeror will identify the experience and qualifications of
individuals who will perform these maintenance tasks. If the Offeror intends to subcontract for these
services, then the Offeror must present the qualifications of the proposed firm, and individuals of that
firm, that will perform these duties.
17.2. All maintenance will be performed using industry standard practices. At no time will the Offeror
schedule or perform maintenance that will impede or interfere with the operation of MCDOT services or
maintenance practices. All maintenance will be performed in cooperation with the MCDOT Fleet
Management Division. This requires that maintenance be scheduled at times and in locations that are
acceptable to the Fleet Management Division. At all times, the employees of the Offeror will be allowed
the right of reasonable entry and egress to all facilities subject to the rules and regulations of MCDOT. All
the Offeror’s employees will wear MCDOT Offeror Identification Cards at all times when on MCDOT
property or servicing MCDOT transit items.
18. Scheduling of Ride On Buses and Other Transit Related Items.
18.1. Montgomery County will establish for the Offeror a schedule to meet the peak bus requirements of the
Transit System and to meet all other advertising contract requirements of the Offeror including for other
transit related items.
18.2. Montgomery County will establish for MCDOT Buses only, a vehicle reconditioning schedule and share
that schedule with the Offeror to assure that the minimum number of vehicles will be maintained in
service at all times.
19. Incentives for Performance for Transit Advertising Services and Transit Related Advertising Services.
19.1. MCDOT Bus Advertising Services
19.1.1. Offerors are invited to submit incentive-based payment plans that show the revenue sharesplits
to the County and the Offeror if higher levels of sales performance are achieved.
19.1.2. Such incentive payments would only be paid following a year ending review and audit of sales to
confirm that the above goals have been met or surpassed. MCDOT’s audit will be the only
determinant of the payment of the incentives and the change of rates. If you are interested in such an
arrangement, please propose same on Attachment F.
19.1.3. Other Transit Related Advertising Services
10RFQ# MCDOT-010122
19.1.3.1. The following is a breakdown of revenue tied to net sales of other Transit Related
Advertising:
19.1.3.1.1. Offerors are invited to submit incentive-based payment plans that show the revenue
share splits to the County and the Offeror if higher levels of sales performance are
achieved.
19.1.3.1.2. Such incentive payments would only be paid following a year ending review and audit
of sales to confirm that the above goals have been met or surpassed. MCDOT’s audit
will be the only determinant of the payment of the incentives and the change of rates. If
you are interested in such an arrangement, please propose same on Attachment G.
19.2. Offerors may include in their Proposals each of the following Other Transit Related items (non-bus):
19.2.1. Advertising on LCD Monitors In Shelters
19.2.1.1. Montgomery County has 60 LCD monitors installed in bus shelters. In the future
there may be opportunities for advertisements on additional LCD monitors in
shelters.
19.2.1.2. Software will divide the monitor screens into sections for Real Time schedule I
information, County announcements, and advertising. The LCD monitors will
operate 24/7. Ride On peak operating hours are generally from 6:00 to 9:00 a.m.
and 4:00 to 8:00 p.m. The digital displays are approximately 23 inches (height) by
41 inches (width). The County will grant access to vendor for data feed on the LCD
monitor. The current potential advertising space is up to four inches high and up to
41 inches across. The dimensions may vary.
19.2.2. LCD Monitors in Transit Centers
19.2.2.1. The successful Offeror may provide for LCD monitors to be installed and
maintained in four Transit Centers (Germantown, Lake Forest, Travilah and White
Oak) at the Offeror’s expense. Real Time bus information and advertisements
would be placed on these monitors;
19.2.3. Timetables/Maps, Brochures, etc.
19.2.3.1. Advertising could potentially be placed on existing white space on timetables or an
additional panel(s) could be added specifically for the advertising. The route 39 timetable is
attached as an example of using existing white space (see attachment H).
19.2.3.2. Advertising could also be included on the back of our system map. The backside is
currently sold and designed to allocate space (e.g. 4x6, 5x7 or 8x10 inches). A copy of the
system map may be downloaded from our website at www.rideonbus.com.
19.2.3.3. Advertisements could be potentially placed on printed material including brochures.
19.2.4. Capital Bikeshare Stations
19.2.4.1. In 2022, Montgomery County anticipates there will be approximately 91 operational
bikeshare stations. There is potential for advertising space on approximately 54 of those
bikeshare stations. In the future, the County may increase/decrease the number of bikeshare
stations and may expand/reduce the number of stations on which advertising will be permitted.
11RFQ# MCDOT-010122
the County reserves the right to withdraw bikeshare advertising from the RFQ.
19.2.4.2. Additional information about Montgomery County bikeshare stations, including the
locations for advertising, may be found in Attachment D. Offerors are strongly encouraged to
visit Montgomery County bikeshare stations. Bikeshare station locations and additional
bikeshare information may be accessed by visiting the Montgomery County bikeshare web site
http://www.montgomerycountymd.gov/bikeshare/index.html, and the Capital Bikeshare
website: www.capitalbikeshare.com.
19.2.4.3. In each case, the Offeror should indicate in its proposal how/what size, and specifically
where on the item, advertising would be displayed. As well, the Offeror should indicate on its
Proposal what materials would be used and any County support required for a specific
advertising effort. The County seeks proposals that are creative, innovative, cutting edge
in terms of ideas/concepts/approaches. The County may decide to implement, not to
implement or to partially implement this area of advertising services.
20. Offeror Qualifications
20.1. MCDOT requests the service of an experienced out of home advertising firm that has a minimum of ten
(10) years experience in bus advertising to develop the advertising brand of MCDOT through a directed
sales effort that maximizes revenue from national, regional, and local sources. Additionally, MCDOT
seeks to expand its offering of advertising products and services so that advertisers can make use of
MCDOT’s buses, shelters, bikeshare stations, and other Transit-Related items.
21. Offeror Responsibility
21.1. Offeror provides the sales staff, advertisement staff and expertise as well as the workforce that installs,
maintains, and manages the day to day advertisements on all buses, bus shelters, bikeshare stations, and
other transit related items and meets all requirements in any contract resulting from this RFQ.
21.2. Offeror provides the advertisement materials including frames or other attachment devices if required to
attach and affix all ads on or in County buses or other transit-related items. County must receive all
payments as detailed in Section E Compensation.
22. County Responsibility
22.1. County will provide access as deemed appropriate by the County to Offeror and Offeror
employees involved in the bus advertisement program to County property located at: 16624
Crabbs Branch Way, Gaithersburg, MD, 1810 Brookeville Road, Silver Spring, MD, and 4935
Nicholson Court, Rockville, MD.
22.2. Reasonable space will be provided at each garage for the handling and storage of immediate
use materials and supplies. Locations are subject to change over the life of the Contract at the County’s
option.
22.3. County will provide access as deemed appropriate by the County to Offeror and Offeror employees
involved in the advertisement program for other transit-related items.
23. Reports
23.1. The Offeror will provide a listing of all advertising sold and posted each month on or before the 15th day
of the following month, in a format approved by MCDOT. Reports should include the available
advertising space inventory and the “yield” or percent sold each month for buses, bus shelters, bike share
stations, and other transit advertising options.
12RFQ# MCDOT-010122
SECTION B - PERFORMANCE PERIOD
1. Term
1.1. The effective date of this License begins upon signature by the Director, Department of Transportation.
The period in which Offeror must perform all sales under the Contract begins on the Contract’s effective
date and ends after a five (5) year period. Offeror must also perform all work in accordance with time
periods stated in the Scope of Work. Before this term for performance ends, the Director at his/her sole
option may (but is not required to) renew the term. Offeror’s satisfactory performance does not guarantee
a renewal of the term. The Director may exercise this option to renew this term two (2) time(s) for three
(3) years and two (2) years each.
2. Price Adjustments
2.1. Prices quoted are firm for the term of the License but may be adjusted for any optional renewal periods.
3. Annual Payment Guarantee Proposals
3.1. The Annual Guarantee Proposal must be submitted on the Proposal Form, Attachment F for MCDOT Bus,
Shelter, and Bikeshare Advertising Services, and Attachment G for other Transit Related Advertising
Services. The annual guarantee proposal is to be submitted with the written proposals. The minimum
guarantee proposal is suggested as $720,000 per year for Bus Advertising Services, $900,000 for bus
shelter advertising services, $40,000 for bikeshare advertising services, and to pay the County with a 60%
County/40% Offeror split of all revenues. There is no annual minimum guarantee proposal suggested by
the County for other Transit Related Advertising Services; however, there is a 50% County/50% Offeror
revenue split for other Transit Related Advertising Services.
3.2. MCDOT’s required minimum guarantees are not absolute minimums, but merely MCDOT’s suggested
minimums. In fact, as described in Section A, Sub-section 19 Incentives for Performance, the County is
willing to entertain a lowerguarantee for a reasonable likelihood of an overall higher return. Therefore,
the Offeror is encouraged tobe creative and put forth their best value proposition, as all proposals will be
evaluated utilizing the evaluation criteria presented in this Request for Quote.
SECTION C - METHOD OF AWARD/EVALUATION CRITERIA
1. Procedures
1.1. Upon receipt of proposals, MCDOT will review and evaluate all proposals in accordance with the
evaluation criteria listed below under Section C.2.1.a. and/or C.3.1.a. MCDOT will also review an
Offeror for responsibility.
1.2. Offeror interviews will be conducted with the three highest scoring Offerors based on MCDOT’s
score for each written proposal. The interview criteria that will then be utilized is listed below under
Section C.2.1.b. and/or C.3.1.b.
1.3. MCDOT will make its award recommendation of the highest ranked Offeror based on the
MCDOT’s combined written and interview score for each Proposed Scope of Service, and its
responsibility determination.
1.4. The Using Department Head will review and MCDOT may approve or approve with conditions.
1.5. Upon approval of a recommended award to a proposed awardee(s), the Department will place the name
of the proposed awardee(s) on a Department’s list of agreements.
1.6. The County will then enter into negotiations with the proposed awardee(s).
1.7. If an agreement cannot be successfully negotiated with the proposed awardee(s), the Using Department
Head may proceed to negotiate with the next ranked proposed awardee. The County reserves the right to
13RFQ# MCDOT-010122
cancel the request.
2. Evaluation Criteria I – Buses, Bus Shelters and Bikeshare Stations
2.1. Written Proposal Evaluation Criteria for Bus, Bus Shelter and Bikeshare Station Advertising
Services
a. MCDOT will evaluate the written proposals for Advertising Services based on the following criteria.
Points
1. Revenue Minimum Annual Guarantee Proposal (refer to Attachment F). 25
2. Qualifications and Experience of the firm and personnel managing large 25
Out-of-Home advertising brands of similar size to MCDOT.
3.Approach & Methodology as described in Offeror’s business and sales plan 25
4. Offeror to describe how they would secure national, regional and local client 25
revenues for the advertising spaces available.
Highest possible MCDOT written proposal evaluation score: 100
b. Interview Evaluation Criteria for Bus, Bus Shelter and Bikeshare Station Advertising Services
MCDOT will evaluate the interviews for Advertising Services based on the following criteria.
Points
1. Description of processes used to determine the Revenue Annual Guarantee Proposal 25
and 5-year revenue projections. Offeror to provide supporting details identifying dollar value.
2.Demonstrated level of expertise of personnel in responding to interview questions 25
3. Management team’s experience in similar-sized advertisement operations 25
4. Demonstrated knowledge of Montgomery County transit. 25
Highest possible MCDOT interview evaluation score: 100
3. Evaluation Criteria II – For Other Transit Related Services (Non-Bus)
3.1 Written Proposal Evaluation Criteria for Transit Related Advertising Services
a. MCDOT will evaluate the written proposals for other Transit Related Advertising Services
(non-bus) based on the following criteria. Points
1. Revenue Annual Guarantee Proposal (refer to Attachment G). 25
2. Qualifications and Experience of the firm and personnel managing large out 25
of home advertising brands of similar size to MCDOT and similar transit related advertising services.
3. Approach & Methodology as described in Offeror’s business and sales plan. 25
4. Describe Offeror to describe how they would secure national, regional and local client 25
revenues for the advertising spaces available.
Highest possible MCDOT written proposal evaluation score: 100
b. Interview Evaluation Criteria for other Transit Related Advertising Services.
MCDOT will evaluate the interviews for other Transit Related Advertising Services
based on the following criteria.
1. Description of process used to determine the Other Transit-Related Advertising Services
Revenue Annual Guarantee Proposal and 5-year revenue projections.
Offeror to provide supporting details identifying dollar value. 25
2. Demonstrated level of expertise of personnel in responding to interview questions. 25
3. Management team’s experience with similar sized advertisement operations. 25
4. Demonstrated knowledge of Montgomery County transit-related advertising opportunities. 25
Highest possible MCDOT interview evaluation score: 100
14RFQ# MCDOT-010122
SECTION D – PROPOSAL SUBMISSIONS
1. Proposal Submissions
1.1. FAILURE OF AN OFFEROR TO SUBMIT ALL REQUIRED PROPOSAL SUBMISSIONS MAY
RENDER YOUR PROPOSAL UNACCEPTABLE AS DETERMINED BY THE DIRECTOR,
DEPARTMENT OF TRANSPORTATION.
1.2. One paper original, 5 paper copies, and 1 thumb-drive copy of your proposal must be submitted in a
sealed envelope/package for the Scope of Services being requested by the County no later than 3 P.M. on
March 7, 2022 to the Department of Transportation, Division of Transit Services, C/O Starr Montout, 5th
Floor, 101 Monroe Street, Rockville, Maryland 20850-4166. The sealed proposal package must be clearly
marked with the request number, due date, and due time. Also one pdf version of the complete proposal
submission should be emailed to MCDOTRO.CONTRACTS@montgomerycountymd.gov
1.3. Written proposals will be evaluated on only what is submitted. The Offeror must submit sufficient
information to enable MCDOT to evaluate the Offeror’s capabilities and experience. Proposals must
include the following information (including labeled sections numbered as shown):
a. A cover letter with a brief description of the firm, including the Offeror’s name, address, telephone
number and fax number.
b. The Acknowledgment must be submitted and signed by a person authorized to bind the Offeror to the
proposal.
c. At least three references that may be contacted to attest to the quality and timeliness of the Offeror’s
work of similar nature and scope to the scope required by the County. (see Attachment A)
d. A detailed work plan that responds to itemized requirements referenced in the Scope of Work,
including planning, organization, and implementation steps of the plan.
e. Qualifications and Experience of the Firm and Personnel in Managing Large Out of Home Advertising
brands of similar size to MCDOT.
f. The Offeror must submit as part of their proposal a detailed Sales Plan that describes the
business/sales strategies of their organization. MCDOT intends to maximize revenues from its
advertising Licenses through achievement of a reasonable mix of national, regional and local sales,
particularly in Montgomery County, Maryland. The plan must include sales strategies that the Offeror
intends to employ to sell advertising throughout the operating territory of Montgomery County
Department of Transportation with the goal of achieving the maximum utilization of all space
available for sale.
g. The Offeror must provide to MCDOT a Business Plan for the handling of all or any combinations of
the advertising elements. The plan should detail the Offeror’s experience in selling out of home media
as well as specific plans and expectations for the Montgomery County, Maryland Transit market. The
goal of the plan should be to sell as much space as possible at the highest possible rates. In that regard,
the Offeror will present a Sales Plan on how its previous sales experience will result in maximizing
revenues for MCDOT.
h. The Offeror must explain how it would establish national, regional, and local rates for the advertising
space in and on the MCDOT bus fleet, bus shelters, and other transit related items, and especially how
it will secure paying clients at the national, regional, and local levels. The Offeror will offer any
premium charges or discounts that would be offered to advertisers and its suggested policy for
overposting.
i. Annual Guarantee Proposal – Detailed spreadsheet format of annual revenues and percentage of
amounts higher than guarantee. (See Attachments F and G).
j. Completed Form 1.0 Acknowledgement Page found on page 24
k. Completed MDOT DBE Forms A, B, C and D (See Attachment J)
l. Completed Federal Certification Forms 1, 2, 3 and 4 (See Attachment K)
SECTION E - COMPENSATION
No compensation will be paid to the Offeror as this is a revenue generating License. The County will be paid one
fourth of the annual revenue guarantee amount within the first 30 days of each quarter. Quarters will be based on a
15RFQ# MCDOT-010122
calendar year (January – March, April – June, July – September, October – December). The County will be paid
the difference between the guaranteed annual amount and the actual revenues (per the revenue sharing model)
within 30 days of the end of the second quarter and the fourth quarter for the preceding six (6) months.
SECTION F - LICENSE ADMINISTRATOR
1. Authority
1.1. The Director, Department of Transportation, is the delegated Licensing officer. Therefore, the
Director, Department of Transportation, must approve amendments, modifications, or changes to
the terms,conditions.
2. Using Department
2.1. The License administrator for any License(s) resulting from this request will be Will Kenlaw 240-
777-5870, will.kenlaw@montgomerycountymd.gov.
2.2. The License administrator’s duties include, but are not limited to the following:
• Serve as liaison between the County and Offeror;
• Give direction to the Offeror to ensure satisfactory and complete performance;
• Monitor and inspect the Offeror's performance to ensure acceptable timeliness and quality;
• Accept or reject the Offeror's performance;
• Furnish timely written notice of the Offeror's performance failures to the Director,
Department of Transportation and to the County Attorney, as appropriate
• Prepare required reports;
• Approve or reject submissions from the Offeror;
• Recommend License modifications or terminations to the Director, Department of
Transportation;
• Issue notices to proceed
SECTION G - SPECIAL TERMS AND CONDITIONS
1. Performance Bond Requirements – Applicable to this License.
1.1. A performance bond is applicable to the resultantLicense and the following must be adhered to.
1.2. No License shall exist until the County receives a duly executed Performance bond (or Certified or
Treasurers Check or Irrevocable Letter of Credit) prepared on an approved form in the amount
indicated below. The bond must be made payable to Montgomery County as securityfor the faithful
performance of the License and having as surety thereon such surety company orcompanies as are
acceptable to the County and as are authorized to transact business in the State of Maryland. In the
event the Performance Bond is not delivered within ten (10) days of Notice of Award then the offer
may be ruled null and void and the award shall be made to the next highest ranked Offeror. The
County reserves the right of approval of any instrument offered as aPerformance Bond. For this
Advertising Services award, a Performance Bond in the amount of $600,000 is due within ten (10)
days’ notice of award.
2. Disadvantaged Business Enterprise (DBE) Requirements
2.1. Offerors must complete Attachment J,Disadvantaged Business Enterprise Forms A and B,
and submit these forms with their proposals.
2.2. Offerors that submit proposals for bus advertising services must ensure that a minimum of
5% of the vendor’s revenue share for bus advertising services is directed towards
disadvantaged business enterprises (DBE).”
16RFQ# MCDOT-010122
SECTION H – FEDERAL REQUIREMENTS
Access to Records
The Licensee agrees to maintain all books, records, accounts and reports required under this License for a period of not
less than three years after the date of termination or expiration of this License, except in the event of litigation or
settlement of claims arising from the performance of this License, in which case Licensee agrees to maintain same until
MCDOT, the FTA Administrator, the Comptroller General or anyof their duly authorized representatives have
disposed of all such litigation, appeals, claims or exceptions related thereto. Reference 49 CFR 18.39(i)(11).
The following access to records requirements apply to this License:
Local Governments
In accordance with 49 CFR 18.36(i), the Licensee agrees to provide MCDOT, the FTA Administrator, the Comptroller
General of the United States or any of their authorized representatives access to any books, License documents, papers
and records of the Licensee that are directly pertinent to this License for the purposes of making audits, examinations,
excerpts and transcriptions. Licensee also agrees, pursuant to 49 CFR 633.17 toprovide the FTA Administrator or his
authorized representatives including any PMO Contractor access to Licensee’s records and construction sites pertaining
to a major capital project, defined at 49 USC 5302(a)1, which is receiving federal financial assistance through the
programs described at 49 USC 5307, 5309 or 5311.
State Governments
In accordance with 49 CFR 633.17, the Licensee agrees to provide MCDOT, the FTA Administrator or his authorized
representatives, including any PMO Contractor, access to the Licensee’s records and construction sites pertaining to a
major capital project, defined at 49 USC 5302(a)1, which is receiving federal financial assistance through the programs
described at 49 USC 5307, 5309 or 5311. By definition, a major capital project excludes contracts of less than the
simplified acquisition threshold currently set at $100,000.
The Licensee agrees to permit any of the foregoing parties to reproduce by any means whatsoever or to copyexcerpts and
transcriptions as reasonably needed.
Federal Funding, Incorporation of FTA Terms and Federal Changes
The preceding provisions include, in part, certain standard terms and conditions required by the Department of
Transportation, whether or not expressly set forth in the preceding License provisions. All Licenseual provisions required
by DOT, as set forth in FTA Circular 4220.1F or its successors are hereby incorporated by reference. Anything to the
contrary herein notwithstanding, all FTA mandated terms shall be deemed to controlin the event of a conflict with other
provisions contained in this agreement. The Licensee shall not perform any act, fail to perform any act or refuse to
comply with any of MCDOT’s requests that would cause MCDOTto be in violation of the FTA terms and conditions.
The Licensee shall at all times comply with all applicable FTA regulations, policies, procedures and directives,
including without limitation those listed directly or by reference in the Master Agreement between MCDOT and FTA,
as they may be amended or promulgated from time to time during the term of this License.Licensee’s failure to so
comply constitutes a material breach of this License.
Federal Energy Conservation Requirements
The Licensee agrees to comply with mandatory standards and policies relating to energy efficiency that are contained in
the state energy conservation plan issued in compliance with the Energy Policy and ConservationAct.
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